Cast Your Vote 4 the Best Medium: Television or the Internet?

At a seminar the other day with a worldwide advertising agency that will remain anonymous, we were discussing the best, most effective ‘medium’ that exists today. According to our executive speaker, he stated it was – the television.

This was much to the surprise of my younger peers, though less experienced yet with high levels of education, believing it is – the internet. Some of you may stop reading here, and think duh! it’s the internet. We had this debate back in the 90s….move on. But, in 2008, is this deduction still premature? I mean, just look at this year’s Superbowl spots: $2.5 million for 30 seconds…and do we see this trend stopping?

History shows that the use and integration of technology follows the bell curve. When television first started, no one wanted to invest in it, thinking the radio was the best medium out there. Thus brings us to our debate: What is today’s best medium to approach audiences?

I am also not the first to bring up this debate. So, in the comments, cast your vote: television or the internet and why?

Hate to say it, but it depends. Depends on your audience, depends on your objectives, depends on your budget. TV’s not going away any time soon, but the way it is being watched is changing rapidly. I don’t watch TV anymore, but once in a while will watch programs online. Many people don’t watch the commercials because they have Tivo or a DVR. Marketers need to find new ways to reach their audiences (especially younger generations) outside of the standard 30-second spot. And if your objective is behavior change, you can be much more effective with online approaches, where you can get more in-depth and interactive, whereas TV is better for just building awareness.

I think the Superbowl is the exception to the rule. That’s the only time people who would otherwise skip or ignore the ads might pay attention.

Meet Alexandra Rampy, aka SocialButterfly

I am a social marketing believer, blogger, practitioner, researcher and enthusiast. This site highlights the growing movement of social marketing. Learn more about social marketing and how to be your own socialbutterfly--> here.